This project was completed as part of my BA in Graphic Design and Media Arts, with a concentration in Web Design curriculum. It demonstrates my ability to meet specific project briefs, adhere to deadlines, and apply design theory to simulated or real-world client scenarios.

Overview: Social Media Marketing

The objective of this project was to transition Whinny and Mane Horse Sanctuary from a locally-focused facility to a nationally recognized brand. The challenge was to pivot away from a stagnant local audience and engage a diverse, national demographic through emotionally driven storytelling and platform-specific visual content.

Phase 1: Audience Pivot & Channel Analysis

I conducted a deep dive into the sanctuary’s existing engagement metrics to identify why local outreach was stalling and where potential national supporters were spending their time:

• The "Altruistic" Demographic: I identified a new target audience motivated by animal welfare rather than agricultural utility. This group values powerful narratives and emotional connections to individual rescue stories.

• Strategic Platform Selection: * Facebook: Leveraged for its massive reach among users aged 25+, making it the primary hub for long-form storytelling and community building.

  • Instagram & TikTok: Utilized to capture the 18–34 demographic through high-impact, short-form video and high-resolution visual "moments" of sanctuary life.

  • Twitter (X): Employed for real-time updates and quick engagement bursts.

Phase 2: Visual Storytelling & UI Optimization

To ensure the sanctuary’s mission wasn't lost in the digital "noise," I developed content that accounted for the specific interface constraints of each platform:

• UI Overlay Management: I meticulously planned "safe zones" for all visual assets. By accounting for TikTok’s right-side interaction icons and Instagram’s top-left profile overlays, I ensured that critical text and emotional imagery remained unobstructed.

• Consistency in Emotion: I established a visual style guide that prioritized "The Hero Shot"—focusing on the horses' expressive features to foster an immediate emotional bond with the viewer.

• Platform-Specific Composition: I adapted core assets into various aspect ratios (9:16 for TikTok/Reels and 1:1 or 4:5 for Facebook/Instagram) to ensure the sanctuary appeared professional and polished across all devices.

Phase 3: Engagement Strategy

The campaign was designed to move users from passive observers to active participants:

• Storytelling Loops: I developed a content calendar focused on "Before and After" rescue narratives, which historically drive higher shares and donations within the animal welfare community.

• Action-Oriented CTAs: Every post featured a clear, low-friction call to action—whether inviting users to "Donate a Bale" or "Share to Save"—directly linking the visual content to the sanctuary's operational needs.

Project Outcome

This case study demonstrates my ability to execute a rebranding and expansion strategy. By combining a sophisticated understanding of social media algorithms with emotionally resonant design, I created a framework capable of elevating a local non-profit to a national stage, ensuring long-term sustainability through a broadened donor base.